CEIBSProposalBusiness

1、ceibs crm proposal proposal forchina europe international business schoolcustomer relationship managementprepared by:information centerdate:june 7, 2002version:2.0table of contentsproject introduction ceibs business requirement analysiscrm product comparison and selectionbenefit analysis for ceibs o

2、perationplaned oracle application systemplaned hardware configurationappendix:i. oracle project team organization major role & responsibilityii. basic ceibs business workflowiii. about oracle corporationproject introductionbackground the vision of ceibs is to be recognized among the top business

3、 schools in the world in knowledge creation and knowledge dissemination. with a history of only 7 years, ceibs has proven herself to the best international business school in the chinese mainland, which broke into the world top 100 mba list. but to achieve its mission and vision in violently rivalry

4、 environment, ceibs should keep on making development accordingly.ceibs are realizing the value of focusing more resources on students, alumni, faculty and staff for expanding the higher education market. so information technology is critical to achieve its business goal for ceibs.business issuesnow

5、 there are some information management applications used in ceibs departments, but most of which are isolated. actually there is no unified common information system used in internal and external. so it leads ceibs the following pains:· customer history cant be tracked accurately without a comp

6、letely history record which can make managers find out different problem quickly and develop a much wiser strategy for development in future etc. the insufficient information of customer is the direct reason of ceibs having no idea on customers demand.· without a centralized information system,

7、 there constantly exists unbalance among different departments, which seriously impede the development of institution.· data cant be transferred and shared freely among departments. so it will cost lots of redundant labour to input the same data into different systems. and it is inefficient for

8、 a large institution, with ceibs scale.· customers might receive the contradictory information from ceibs at the same time; staff may repeat doing the same thing; information and knowledge cant be shared among professor, students and staff.in addition, the existing information management applic

9、ations cant cover most of business. there is no system which can not only accurately keep record of the all kinds of information, but also help ceibs administrate daily business operation and provide a complete set of analytical report to ceibs leader and help them make much wiser decision on instit

10、utions development strategy. and information security cant be guaranteed now. some important information has high risk to be lost or used by competitors.consequently, customer relationship management (crm) system is mandatory in for improving ceibs information system and meeting its ever-changing bu

11、siness environment.proposed system solutionto construct a customer relationship management (crm) system, in the past few months, ceibs has evaluated major packages like saleslogix, abcmultiactive, shellwell 2000, turbocrm, akup ecrm, powercrm, oracle, mysap, and so forth. during the software package

12、 evaluation, it department has done the survey of current business in ceibs. so the evaluation result covered business need both now and future. with the survey report, oracle ebusiness suit is the best choice for ceibs because the crm functions are excellent, and moreover, it provided complete inte

13、grated business function modules such as finance and student system. oracle e-business suit consists of following modules:· oracle sales online (oso) · oracle marketing online (omo) · oracle tele-service (ots) · oracle portal· oracle order management (om)due to oracle provid

14、es free license for oracle financial (gl, ar, ap, ofa, fa), it is better to use oracle financial instead of sun accounting system. then ceibs will have an integrated information system including finance.the above-mentioned modules will cover ceibs requirement as following. 1) account information man

15、agementthere are two kinds of account, company and individual. individual information includes students, professors, or other important persons who have relationships with ceibs. company information includes some institutions that have business relationships with ceibs. account information managemen

16、t will cover student, professor, alumni, companies, and so forth.with the function, ceibs can accurately keep all history data for future analysis. all the information of students, professors and staff can be shared among departments. both internal and external communication records will be tracked.

17、 for example, send fax or e-mail to a group of students at the same time; arrange appointment with other system users; keep telephone records, and etc.2) sales/admission managementsales/admission management is derived from sales online function in crm. it will cover the mba/emba admission and execut

18、ive program sales. with the function, ceibs can manage whole admission and sales procedure and adjust strategy according to market.3) campaign managementoracle consists of two kinds of campaign, manual campaign and automatic campaign. with manual campaign tools, user can set up and execute marketing

19、 activities, organize career activities and alumni activities. with automatic campaign tools, user can launch direct e-mail and fax campaign. with the function, ceibs can promote a series of marketing activities under control. 4) customer servicebased on oracle crm teleservice module, system can han

20、dle customer service requirements from different channels. once a requirement has been assigned to one person who has to complete this job with the monitoring from task functions. within the module, service transaction data can be kept and tracked and service quality can be controlled.5) securityany

21、 user cant access any module, account, function and report without authorization.6) reportsoracle crm has a large number of reports and graphs, which will be provided to ceibs leader for making or adjusting business or marketing strategy.7) others: web application and system integrationoracle ebusin

22、ess suit are browser-based applications. student, professor or other individual can access them with ie or netscape.the oracle ebusiness suit is an open system, which can be integrated with cdc system, alumni system, trs and so forth. and it is easy to exchange data with other systems.project object

23、ive and timingproject objective is as following:1. complete key account management of its students, alumni, faculties, sponsors and companies.2. close-loop sales and marketing capabilities of its program.3. prompt and effective customer service.4. self service admission and request tracking for cust

24、omers.5. processing sales order and sales analysis6. integrated to existing alumni website and career development system7. easy-to-use analysis and reporting capabilities for ceibss management to conduct strategic business planning.8. financial system upgrading as a plus project timingthe whole proj

25、ect is divided into two stages; the first stage will cover crm, and the second will cover finance. the timetable is as following:stage iifingl, ar, ap, ofa, fastage icrmoso, omo, ots, om8 months3 monthscritical successful factors1. senior management support2. active support, commitment and co-operat

26、ion of middle level management and key user3. successful optimization of business workflow and structure4. qualified consultant servicefurther development optionsthe modules to be implemented in stage i and stage ii can support school business operations in over 3-5 years. how to build up academic a

27、dministration system will be in later. however, this investment will be fully protected in the long-term it application development of ceibs.ceibs business requirement analysiscaf = crm application foundationctf = crm technology foundationtca = trade community architecturesvcreq = service requestno.

28、requirementsolutionmoduleeva.account1.1account system can support company account and individual account.system provided it.tca, caf51.2one company can be associated with multiple individuals, and one individual can be associated with multiple individuals.system provided it.tca, caf51.3the categorie

29、s of individual accounts should include candidate, student, alumni, vip and professor.system provided it.tca, caf51.4an individual account can be assigned to multiple categories.use flexible fields or crossover category.tca, caf41.5an individual account could have multiple jobs or roles in multiple

30、companies.system provided it.tca, caf51.6track current events of all individuals and companies.system provided it.interaction history, caf51.7display historical events of all individuals and companies.system provided it.interaction history, caf51.8relational documents can be attached to account info

31、rmation.system provided it.tca, caf51.9when account status and category is changed, it can notify relational users automatically.configurationalert or report, ctf41.10account name includes english name, chinese name and pinyin, and either of them is a search key.system provided flexible fields.tca,

32、caf41.11account information includes information of professors and students. take professor and student as an account.tca, caf4service3.1inquiryservice requestteleservice53.2feedbackservice requestteleservice553.3tracksystem provided it.interaction history, caf5marketing (marcom)2.1market activitysy

33、stem provided it.marketing online52.2group email/faxsystem provided it.1 to 1 fulfillment, caf52.3send email/fax automatically.in marketing applications, set start time of a campaign or event, can do it.marketing online42.4user can create his own account list and mailing list from account database o

34、rganized by specified search entry, such as category, industry, functional area and grade.system provided it.1 to 1 fulfillment, caf52.5teamwork.system provided it.assignment manager, caf52.6calendarsystem provided it.calendar, caf52.7budget controlsystem provided it.marketing online, caf52.8import

35、and export marketing account list.system provided it.marketing online, caf5eed sales4.11display production information.system provided it.inventory54.12get inquiry information from telephone, email, fax, website and so on.telephone: teleservice or telesaleswebsite: istoreemail/fax: email centerin-ho

36、use development: 30 man-daystelesales (leads + svcreq)teleservice (svcreq)email center, interaction centerin-house54534.13send relational documents to inquirer.system provided it.1 to 1 fulfillment, caf54.14automatically notify the sales manager of inquiry message.use workflow can setup the notifica

37、tion route.assignment manager, cafworkflow, ctf54.15sales manager can assign an account to a salesman.system provided it.assignment manager, caf54.16receive application material from applicant.make a task to check it.task manager, caf54.17customers can do inquiry & application via school web.in-

38、house-development: 60 man-daysin-house 43-54.18forecastsales online includes forecast.sales online54.19managementreport functionreport, discovery54.1amarketingeed manager will use some marketing functions.marketing online5mba/emba admission4.21get inquiry information from telephone, email, fax, webs

39、ite and so on.same as 4.124.22check candidate qualification.make a task to check it.task manager, caf54.23automatic response to inquiry, send relational documents to inquirer, or let candidates download relational documents via internet.1 to 1 fulfillment can send material. if it combined with inter

40、action center, it can do the function automatically.if do in-house development, cost 60 man-days.1 to 1fulfillment + interaction centerin-house development43-54.24receive application material and fee from candidate.make a task to check it.make a service with service feetask manager, cafservice appli

41、cations354.25check and review application material.make a task to check it.make a service request to check it.task manager, cafservice applications444.26organize paper examination.make a task and do it manually.in-house development: 30 man-daystask manager, cafin-house development33-54.27publish exa

42、mination result.in-house development: 10 man-daysin-house development3-54.28send reject letter to the losers automatically.system provided it.1 to 1 fulfillment, caf54.29organize interview and notify interviewee.same as 4.264.2asend application materials of candidates to interviewer.should customize

43、 a report, 10 man-daysoracle report tools44.2bpublish interview result.same as 4.274.2csend reject letter to the losers automatically.same as 4.284.2dsend admission notification.same as 4.284.2eadmission notification feedback.make a task to check it.make a service with service feetask manager, cafse

44、rvice applications354.2fadmission resultconvert it to an order in crmsales online5development5.1get leads from various channels.use leads functionsales online55.2manage sales processopportunity è task è ordersales online55.3reportsystem provided it.report, discovery,5alumni & cdc6.11al

45、umni can modify their profiles via internet.in-house development: 20 man-daysin-house development3-56.12track job change of alumni.should customize a report, 10 man-daysoracle report tools46.13integrate alumni website into crm.in-house development: 40 man-daysin-house development3-56.14alumni activi

46、tyuse campaign, event of marketingmarketing online56.15alumni serviceuse service requestteleservice56.21integrate cdc job system into crmin-house development: 40 man-daysin-house development46.22get inquiry information from telephone, email, fax, website and so on.same as 4.126.23record company feed

47、back information.record it in notesnotes, caf46.24record student placement information.record it in tcatca, caf46.25find jobs for students.use marketing activitymarketing online5the following is the requirements of system functions.importance: “a” means necessary, the system must provide this functi

48、on now.“b” means important, the system should do this function as soon as possible.“c” means unnecessary, however, it is important in the long run or it needs to customize a program to do it.“d” means unnecessary and unimportant, but if it is available, it is beneficial to our request, it maybe need

49、 to be customized.“e” means just a requirement which maybe useful in future. 1. account foundation:1.1. support for both company account and individual account (a)1.2. one company can be associated with multiple individuals, and one individual can be associated with multiple individuals. (a)1.3. sup

50、port for categories of individual accounts include candidate, student, alumni, vip, professor, and so forth. (a)1.4. an account can be assigned to multiple categories. (a)1.5. an individual account could have multiple jobs or roles in multiple companies.(b)1.6. track current events of all individual

51、s and companies.(a)1.7. view historical events of all individuals and companies.(a)1.8. attach documents related to accounts.(a)1.9. support for account name includes english name, chinese name and pinyin, and either of them is a search key.(b)1.10. log account operation including adding, deleting a

52、nd updating.(b)2. application foundation2.1. resource management(c)2.1.1. a repository for define business resources: people, equipment, venues, and so forth2.1.2. search for resources.2.1.3. view and update resource information.2.1.4. view and update resource group information.2.2. calendar2.2.1. a

53、 view of appointments and tasks by day, week, month, and year(a)2.2.2. invitation capability(d)2.2.3. support for group calendars and ability to subscribe to group calendars(d)2.2.4. calendar sharing(d)2.2.5. public calendars(d)2.3. task/activity2.3.1. do basic and advanced searches.(a)2.3.2. view a

54、nd update task/activity information.(a)2.3.3. add an attachment to a task(b)2.3.4. attach tasks/activities.(c)2.3.5. do mass task creations.(c)2.3.6. associate notes, contracts and efforts with tasks/activities. (a)2.3.7. assign tasks/activities to individuals or groups of people. (a)2.3.8. tasks can be assigned automatically or manually. (a)2.3.9. task template(b)2.3.10. tasks group template(c)2.3.11. support for dependences of tasks (c)2.4. notes2.4.1. creation, search maintenance, and sharing of notes related to accounts, opportunities, servic